The trailer quickly went viral after its initial release due to its evocative reverse slow motion style, and gruesome depiction of a family under siege by a horde of zombies.

The video gained even more traction when groups across the world became enraged by the trailer’s depiction of infanticide. Regardless of your individual stance on the content of the advertisement, there’s little denying that it was successful, as it reached millions of eyeballs and catapulted the game to triple-A status.

The award the trailer won was the Gold prize for Internet Film.

Dead Island is being developed by Polish developer Techland and published by Deep Silver.